Apple Drops to 29th in Harris Poll on Corporate Reputation
Apple dropped from 5th place last year to 29th place in this year's Harris Poll.
The Harris Poll RQ study identifies the 100 most visible companies identified by U.S. consumers and ranks these companies based on their reputation in six different categories: Emotional Appeal, Products & Services, Social Responsibility, Vision & Leadership, Workplace Environment, and Financial Performance.
The 2018 Harris Poll Reputation Quotient (RQ) study reveals that amid today's divisive political climate, Americans prefer brands that offer respite from chaos and that embody hearth-and-home values. In the 19TH annual RQ rankings, the top ten companies proved that consumers value brands that are standing by their values, building deep community relations, and fueling momentum in science, health and education - with Amazon earning an 'excellent' reputation for the 9th consecutive year.
2018 HARRIS POLL RQ TOP 10
1. Amazon
2. Wegmans
3. Tesla Motors
4. Chick-fil-A
5. The Walt Disney Company
6. HEB Grocery (new to the list this year)
7. UPS
8. Publix Super Markets
9. Patagonia
10. Aldi
"This year, the RQ study revealed that socially conscious companies are thriving off of the division and dysfunction in government, and what we're seeing is a new vanguard of corporate leaders taking an active role to solve societal challenges that government can't or won't," said The Harris Poll CEO, John Gerzema. "We're calling this a movement of 'Big Ideals,' where companies are rising above politics to focus on a pressing social challenge whether it be healthcare, transportation, or education."
Despite being intrinsic to our daily lives and still having strong reputations, the study found that Apple and Google both dropped out of the Top 10. Apple and Google fell from #5 and #8 on the list to #29 and #28, respectively.
"Apple's apparent lack of innovation and Google's workplace saga are likely causes of this reputation erosion."
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